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Digital Intervention in Marketing Horn-Works of Gajapati District of Odisha: An Attempt to Fight the Effect of COVID-19 Pandemic out


Affiliations
1 School of Humanities, KIIT Deemed to be University, Bhubaneswar, India
 

Pandemic owing to COVID-19 has its unbearable impact on every sector including Micro, Small and Medium Enterprises (MSMEs), particularly the cottage industry, of Odisha state in India. Gajapati district of Odisha is known for its cottage industry in horn-work. In initial phases of lock-down, all the establishments including cottage industries were not allowed to be operational. Thus, both supply side and demand side of horn works were in halt. However, as the economic activities got permission to resume, supply side of horn-works industry has started taking momentum but the demand side has been failing to cope. Thus, the purpose of this paper is to unfold the extent of sufferings of the proprietors and workers of horn-work industry during the pandemic, and brings forth comprehensive suggestions in the form of digital innovation for the revival of the industry on the basis of in-depth interviews and FGDs.

Keywords

Digital Innovation, Covid-19, MSMEs, Horn-work, Gajapati District, Bottleneck, Demand-side Supply-side
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  • Digital Intervention in Marketing Horn-Works of Gajapati District of Odisha: An Attempt to Fight the Effect of COVID-19 Pandemic out

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Authors

Sanjaya Kumar Sahoo
School of Humanities, KIIT Deemed to be University, Bhubaneswar, India
Sukanta Chandra Swain
School of Humanities, KIIT Deemed to be University, Bhubaneswar, India

Abstract


Pandemic owing to COVID-19 has its unbearable impact on every sector including Micro, Small and Medium Enterprises (MSMEs), particularly the cottage industry, of Odisha state in India. Gajapati district of Odisha is known for its cottage industry in horn-work. In initial phases of lock-down, all the establishments including cottage industries were not allowed to be operational. Thus, both supply side and demand side of horn works were in halt. However, as the economic activities got permission to resume, supply side of horn-works industry has started taking momentum but the demand side has been failing to cope. Thus, the purpose of this paper is to unfold the extent of sufferings of the proprietors and workers of horn-work industry during the pandemic, and brings forth comprehensive suggestions in the form of digital innovation for the revival of the industry on the basis of in-depth interviews and FGDs.

Keywords


Digital Innovation, Covid-19, MSMEs, Horn-work, Gajapati District, Bottleneck, Demand-side Supply-side

References





DOI: https://doi.org/10.23862/kiit-parikalpana%2F2023%2Fv19%2Fi1%2F220842